Social and mobile are top priorities

News, 19 January 2015

SAN FRANCISCO: Social and mobile are the top spending priorities for marketers, who also indicate that the customer journey is now critical to business success, a global survey of 5,000 industry practitioners has revealed.

Now in its second year, the latest State of Marketing report from Salesforce, the customer relationship management company, found 70% of global marketers plan to increase their budgets on social media advertising.

Nearly two-thirds (64%) now view social as a critical enabler of products and services, reflecting a huge rise from the 25% who held this opinion in last year's report.

Mobile is also increasingly being integrated into their overall marketing strategies, according to the report, which found 68% are now doing this, up from 48% in 2014, while 65% plan to spend more on mobile push notifications.

Overall, 84% of respondents say they plan to increase or maintain their marketing budgets in 2015, but one of the other key highlights is a "massive shift" from campaign-focused marketing to personalised one-to-one customer journeys.

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